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How Customer Focussed Are You Really? - How to implement customer obsession in your optimization process. at growth marketing SUMMIT 2018

These are the slides from my keynote on customer obsession at the growth marketing SUMMIT 2018 in Frankfurt, Germany.
In it, I share my perspective on the importance of customer obsession for every business out there and which action items you can tackle to change your company's DNA tomorrow.

I’m here to challenge your perspective on Customer Centricity and I already apologize for being ‘the one’ between you and the lunch break Quick show of hands: Who in this room would describe themselves as “customer focussed”? Ok, now keep your hands up if you would describe your company/company you work for as customer centric? See that? That’s part of the problem, but we’ll get to that.

How will I do that? Key takeaways Relevance of Customer Obsession Which players have mastered it and how What you can take with you for when you return to work on Monday

And, as a special contribution to our host Andre: No animations

Let me tell you a story about the absolute lack of customer focus

Potential result of lacking customer focus Not going to bore you with this one

Instead, let’s talk about what can prevent you from dying

Instead, let’s talk about what can prevent you from dying

Netflix mastered challenge of transforming their entire business through customer obsession

Mastered it because they didn’t randomly throw methods around, but became aware of which problem

Customer Obsession requires a changed approach to three core parts of your business

Static Silo and single responsibility Shift to shared responsibility and democratized access

Time based roadmaps may give you perceived security, but actually let leave you in the dark

Environmental factors change rapidly and so does the impact of the same experiment over time

Tim, that all sounds great in theory, but how on earth should I make this work in my company Fear no more, here’s exactly what to do on Monday!

We made the shit on the left side up to keep us busy all day But the ones on the right can at least serve as a proxy for how much we have been able to help our customers to succeed By incentivizing teams for metrics on the left, you support the wrong behavior and risk features being developed aside from customer needs

Slack channel where all customer feedback lands with mandatory joining of teams Schedule weekly customer interviews in advance → Rotating interviewers Let (product) teams rotate through answering customer support for their features

Not control instance for employees → Reminder for Management in terms of enablement

Instead, let’s talk about what can prevent you from dying

So, what’s happening here? Everything around us is changing at a freaking pace Companies are build upon 3 pillars: People, Product and Process And every single one of these is going through incredibly radical change: People → employee turnover has drastically reduced. Coming from dying within a company to considering 2 years a max. Product → emerging platforms & business models. The reduced friction to start new businesses makes is impossible to defend yourself against new incumbents Process → ways of working (e.g. agile & remote). New products, and a changed employee mindset ask for new ways to organize companies and the entire concept of working principles like agile or remote is based on changing rapidly

We love to pride ourselves of being customer centric But in order to survive, you need to become customer obsessed

Netflix didn’t just throw every method against the wall Recognized downside of every method to determine right moment to use them Story about informed decision regarding roll-out of subscription renewal confirmation, not only listen to one method → think of long-term

So, what’s happening here? Everything around us is changing at a freaking pace Companies are build upon 3 pillars: People, Product and Process And every single one of these is going through incredibly radical change: People → employee turnover Product → emerging platforms & business models Process → ways of working (e.g. agile & remote)

So, what’s happening here? Everything around us is changing at a freaking pace Companies are build upon 3 pillars: People, Product and Process And every single one of these is going through incredibly radical change: People → employee turnover Product → emerging platforms & business models Process → ways of working (e.g. agile & remote)

Netflix didn’t just throw every method against the wall Recognized downside of every method to determine right moment to use them In general: Qualitative: What people day Quantitative: What people do Story about informed decision regarding roll-out of subscription renewal confirmation, not only listen to one method → think of long-term

So, what’s happening here? Everything around us is changing at a freaking pace Companies are build upon 3 pillars: People, Product and Process And every single one of these is going through incredibly radical change: People → employee turnover Product → emerging platforms & business models Process → ways of working (e.g. agile & remote)

So, what’s happening here? Everything around us is changing at a freaking pace Companies are build upon 3 pillars: People, Product and Process And every single one of these is going through incredibly radical change: People → employee turnover Product → emerging platforms & business models Process → ways of working (e.g. agile & remote)

Let’s set things straight in terms of the terminology here first So, why should you actually rather want to center your work around customers instead of having to do it → let me show you

Feedback river Change your thinking from seeing customer feedback as a silo task/knowledge, to a river of wisdom running through your company And just like it is in the real world, an environment can only thrive if everybody has access to a river You need to democratize access to customer feedback!

So, I promised

How Customer Focussed Are You Really? - How to implement customer obsession in your optimization process. at growth marketing SUMMIT 2018

1.
How Customer Focussed
Are You Really?
How to implement customer obsession
in your optimization process.
Tim Herbig
@herbigt

18.
TrendPrev. MonthThis Month
Share of employees
which have direct
access to customers
x% x%
No. of steps it takes
to talk directly to a
customer for any
employee
x x
Share of employees
who responded to
customer support
tickets themselves
within the last month
x% x%